Bianca Harms, a professor in Transformational Media at NHL Stenden University UAS, aims to advance the comprehension of how content and media can steer the transition to a more sustainable society. Her focus includes fostering positive behavioral change and aiding brands and organizations in achieving social and sustainable impacts. With a PhD in marketing from the University of Groningen, Bianca's research specialised in the effectiveness of branded content in digital landscapes. Bianca's background in Higher Education includes spearheading the establishment of the Ma in Content & Media Strategy, which rapidly grew to become largest applied master's program in the economic domain in The Netherlands. Leveraging her industry background as a marketing manager and consultant in the entertainment sector, including roles at Sony Music and ESNS, she brings practical expertise to her academic pursuits. Additionally, Bianca contributes to the European Media Management Association (EMMA) as part of the executive board overseeing the communication portfolio and she served on the supervisory board of the Welcome to the Village festival in Leeuwarden.